Masters arrived at KITS a few years prior to the station's flip in October 1986 from "Hot Hits" to "Modern Rock."

He hosted the night show and became very popular[citation needed] in the Bay Area before leaving in 1995 to work at Way-Cool Music, owned and operated by the record label MCA.

During his time at Live 105, Masters advanced in the programming department, working with Program Director Richard Sands, as the team crafted the station's most successful Arbitron ratings period, as Live 105 was consistently one of the top ranked stations in the 18-34 demographics, as documented in Radio & Records and Billboard.

Steve Masters is regarded as a Bay Area radio legend[citation needed], due to the extraordinary number of artists he helped gain airplay at Live 105 in the 1980s and 1990s.

Now Steve Masters is heard on 73[4] radio stations across America on a feature called GotGame, a program he created[5] which updates listeners on developments in the video game industry.